Australia’s Red Centre National Landscape Experience Development Action Plan
May 2013
1 ACKNOWLEDGEMENT
This Experience Development Action Plan has been developed through the National Landscapes program with the support of Tourism Northern Territory, Northern Territory Government Agencies, the Department of Resources, Energy and Tourism, Tourism Australia, Parks Australia and the Australia’s Red Centre National Landscapes Steering Committee – funded by the T-QUAL Program.
2 EXECUTIVE SUMMARY
Australia’s Red Centre National Landscape is a collaboration of tourism, The key Hero Experiences for Australia’s Red Centre include: community and conservation to attract high-yielding international experience seekers to the Red Centre of the Northern Territory through • Get the best vantage point to watch the ancient cinema of light and engaging story-telling and supporting new product development. rock bringing a vast landscape to life each day
• Get to know the locals and see how they have adapted to the The opportunity exists to shift out-dated perceptions of the region with landscape new products and experiences that will get the world talking and position the destination as a ‘must-see’ natural and cultural tourism experience once again. These Hero Experiences are enhanced by a number of supporting experiences including: This Experience Development Action Plan identifies the hero tourism experiences and the Priority Projects considered most likely to provide • Adventure through ancient caves and escarpments to get a unique the region with a point of difference against its national and international view of the landscape where you can have a safe adventure that competitors, for the ‘Experience Seeker’. gives you something to talk about that not everyone does.
• Leave the worries of the world behind on a journey to remember Tourism Australia’s ‘Experience Seekers’ are Australia’s highest yielding through an awe-inspiring landscape international market segment and the target market identified for the National Landscapes program. 'Experience Seekers' are looking for • Place your trust in ancient knowledge as you trek across the natural encounters, adventurous journeys, local flavours and life changing landscape moments, this segment is a perfect match for the products, activities, Building on the comprehensive stakeholder engagement, both in the experiences and brand values of Australia's Red Centre National development of the Australia’s Red Centre Positioning Guidebook and in Landscape. The identified Priority Projects seek to deliver on these needs, preparing this EDAP, the Steering Committee have agreed on a clear while leveraging the landscape’s Hero Experiences. direction for Australia’s Red Centre. That direction is based on seeing the
identified hero experiences (above) come to life for visitors. By matching the needs of the ‘Experience Seeker’ and the tourism offerings of our competitors against the key themes identified through the National Landscape positioning work, it is possible to identify the Hero Experiences of Australia’s Red Centre
3 EXECUTIVE SUMMARY Hero Experience #2: Get to know the locals and see how they have adapted For this to occur, two things must happen - the Priority Projects (below) to the landscape that support each Hero Experience, identified through the consultation • Events support and development program (Priority Project #3) and agreed through the Steering Committee and agency consultation, need to be implemented for each Experience to be delivered to an • An Endangered Species Revival and Awareness Centre in or near Uluru- international standard. Kata Tjuta National Park (Priority Project #4) • Grow new wildlife voluntourism opportunities (including night activities) Supporting the Priority Projects are a set of enablers which support the linked to business events (Supporting Project) overall implementation of the EDAP. As the Priority Projects, including a • develop an iconic Australian Indigenous tourism experience (Supporting number of catalyst projects and the identified emerging opportunities, are Project) implemented the Experience Seeker will see the essence of the destination positioning and the vision come to life. • Upgrade the Uluru- Kata Tjuta National Park National Park Cultural Centre (Supporting Project)
The Priority and Supporting Actions have been considered based on the ‘Hero Experience’ or the ‘Supporting Experiences” that they work to Supporting Hero Experiences: support. Adventure through ancient caves and escarpments to get a unique view of the
landscape where you can have a safe adventure that gives you something to Hero Experience #1: Get the best vantage point to watch the ancient talk about that not everyone does. cinema of light and rock bringing a vast landscape to life each day. Leave the worries of the world behind on a journey to remember through an • Create a commercially appropriate foundation for ballooning near awe-inspiring landscape the rock (Priority Project #1) Place your trust in ancient knowledge as you trek across the landscape • Build new tented accommodation in close proximity to the Ormiston Gorge (Priority Project #2) • Develop a world famous Mountain Bike track and event near Alice Springs or the West Macs (Priority Project #5) • Build new exclusive accommodation in close proximity to the West MacDonnell Ranges National Park (Supporting Project) • Ilpurla Multi-day Accommodated Walk (Priority Project #6) • Develop greater tourism infrastructure in the West MacDonnell • A multi-day accommodated walk in or near Uluru- Kata Tjuta National Park Ranges National Park (Supporting Project) (Supporting Project) • Develop product for Homeland Visits and Associated Tourism Hub (Supporting Project)
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EXECUTIVE SUMMARY The following projects have been identified as investment catalysts for the region. It is anticipated that public sector investment in these projects would facilitate the development of strong private sector investment. • Mountain bike track and event co-ordination • Ormiston Gorge tented accommodation • Ilpurla multi-day walk management infrastructure
In addition the site visit identified a number of enablers including: • A clear role for industry: Using Australia’s Red Centre National Landscape as a lobbying tool. • Investment in telecommunications infrastructure • The sealing of the Red Centre Way Inner Loop Retaining air access into the region through supportive marketing, incentivizing, and ongoing discussions with airlines. • A more comprehensive training program potentially linked to an Australia’s National Landscapes training and education package. • The NT Government, Commonwealth Government and the Central Land Council need to support new ventures by providing timely decisions with clear justifications. • Support the continuation of a robust tourism workforce in the Red Centre
To support the efforts of the stakeholders in Australia’s Red Centre to see the Catalyst Project progressed a Market Sounding document has been prepared and distributed to national and international investors seeking their level of interest in the projects in order to better understand the next steps required.
5 TABLE OF CONTENTS ACRONYMS
EDAP Experience Development Action Plan 1. Background………………….….……………………………………………………….. 7 2. Market Profile………..…….……………………….………………………………….. 15 ARC Australia's Red Centre 3. Destination Positioning…………………...…...... 19 NL National Landscape 4. The Way Forward……………………...... 24 USP Unique Selling Point 5. Priority Projects…………..…………..……….….………….……………………….. 29 RPT Regular Passenger Transport Appendices……………………………..……………………………………………………….. 60 UKTNP Uluru – Kata Tjuta National Park TCA Tourism Central Australia TO Traditional Owner
Disclaimer Any representation, statement, opinion or advice, expressed or implied in this document is made in good faith but on the basis that EC3 Global and Middle Star are not liable (whether by reason of negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any representation, statement or advice referred to in this document.
Images of the Red Centre region used throughout this Experience Development Action Plan Paper are courtesy of Tourism NT
WARNING: Indigenous readers are advised that this document may contain images of or references to deceased persons.
6 B ACKGROUND
Provides an overview of the Landscape, of the National Landscapes Program and of the principles behind the development of an Experience Development Action Plan for Australia's Red Centre
7 AUSTRALIA’S RED CENTRE
Australia’s Red Centre National Landscape stretches from the far south- west Northern Territory, east, past Alice Springs, to the East MacDonnell Ranges. The Landscape inspires a common theme - a feeling of the enigmatic and surreal. The aim of the Experience Development Action Plan is to support the identification and development of experiences that deliver this feeling and can help to position Australia’s Red Centre as a ‘must see’ and ‘must return’ destination against its global and national competitors who offer the appeal of being new and exotic.
Figure 1: Area encompassing Australia’s Red Centre
8 AUSTRALIA’S NATIONAL LANDSCAPES
Australia’s National Landscapes Program was developed by Tourism Figure 2: Australia’s Red Centre National Landscape homepage on Australia and Parks Australia to highlight a collection of iconic places with Australia.com great cultural, natural and spiritual significance. The Program aims to promote the conservation of Australia’s natural assets while raising awareness and visitation to Australia’s premier culture and nature-based destinations that deliver memorable holiday experiences to the international ‘Experience Seeker’ target market. This delivery is undertaken through targeted media and consumer activities and thorough planning for future product development needs.
Different organisations recognise different opportunities through the National Landscapes program. • Tourism Australia use National Landscapes to prioritise funding for media and for promotion on their website. • National, Territory and Local Government (e.g. Regional Development Commissions) recognise and take National Landscapes into account in development priorities for investment and infrastructure • Department of Lands, Planning and Environment recognises it as an input to licensing requirements and new tourism product / infrastructure needs • Tourism NT and Tourism Central Australia recognise National Landscapes as an input to their media and PR, as well as looking to incorporate the experiences and journeys into their marketing and development work. • Local Tourism Organisations can use the material on their websites, brochures and marketing
In addition to Australia's Red Centre, there are currently 15 other National Landscapes that have been identified throughout Australia.
9 THE PURPOSE OF THE PAPER
Australia’s Red Centre (ARC) National Landscape offers travellers a chance THE AIM OF AN EDAP IS TO: to be enriched by the distinctive stories, art and natural wonders that form the spiritual heart of Australia’s Outback, as well as experience the • Build on TA’s positioning work for ARC NL vibrancy, colour and majesty that make this huge landscape a must-see • Shift from traditional tourism marketing and development to focus on for visitors from around the world. visitor experiences and emotional benefits
In order to keep pace with the strong global demand for memorable • Identify ‘Hero Experiences that are must-do world class experiences experiences, this Experience Development Action Plan (EDAP) for the Red • Align experiences with the wants and needs of key target markets Centre has been developed through a co-funded agreement between Australia’s Red Centre National Landscape Steering Committee, Tourism • Identify current gaps in the experience offering to provide guidance on NT and the Department of Resources, Energy and Tourism - through its future development priorities Strategic Tourism Investment Grant (STIG) Program (a funded initiative • Define a set of Priority Projects suitable to be showcase in a Market under the T-QUAL Grants Program). Sounding Report
This Experience Development Action Plan connects the major Hero Experiences identified within the landscape and identifies the Priority Projects which most appropriately support these experiences.
It is anticipated that this Experience Development Action Plan will renew the region’s celebrated, international reputation and clearly differentiate it from its competitors.
Figure 3: Map of Australia’s 16 National Landscapes
10 DEVELOPING AN EXPERIENCE DEVELOPMENT ACTION PLAN
Developing an experience approach requires a shift away from Figure 4: Timeline of development for the ARC EDAP traditional tourism marketing and development to focus on visitor experiences and the emotional benefits that visitors take away from their trips.
Identifying Australia’s Red Centre 'Hero Experiences’ (the region’s ‘must- do world class experiences’) and aligning these experiences with the wants and needs of the ‘Experience Seeker’ target market has been the first major step in developing this EDAP. This has been done through the Steering Committee and a survey of stakeholders.
The EDAP also brings together the recommendations and projects from existing strategies and aligns these with the ‘Hero Experiences’ identified, with the region’s target markets and with the experience offerings of our competitors.
From this filtering process, a set of Priority Projects suitable to be showcased in a Market Sounding Report have been identified.
The key ARC experiences, competitive strengths, gaps and opportunities have been considered through the document and strategies have been developed which align the visitor expectations of Tourism Australia’s ‘Experience Seeker’ psychographic visitor segmentation with the key experiences on offer in the region.
Consumers’ needs are changing, therefore how visitors experience the region may also need to change. *see page 16 for further detail
11 GUIDING PRINCIPLES
The success of initiatives outlined in Australia’s Red Centre EDAP are dependent on the ability of the National Landscape to adhere to a number guiding principles (outlined in Figure 5 below) in order to deliver its promise.
Figure 5: Guiding Principles to ensure the success of ARC EDAP
Appeal to the Target Market Mutual Respect
The projects and Hero Experiences need to understand and connect with Australia’s Red Centre National Landscape recognises the
the target market by incorporating the Experience Seeker’s desires; spiritual relationship between Indigenous greater access to nature; immersion in local culture; things that offer a people and country and the stewardship role played to protect contrast to everyday life; accessible yet remote Australian lifestyle; this unique and ancient opportunities for personal development and learning; a sense of Place and aims to strengthen the path to reconciliation through freedom; and delivering experiences they can ‘brag’ about. deeper understanding.
Lead by Example Align with Community Values Be Sustainable Support the Destination Projects in the ARCNL Be sensitive, low impact and complementary to Projects and initiatives must be Build and showcase the existing should be leaders in the clearly articulated community values and able to protect core values by brands with strong messages and in environmental and social aspirations –involving the many Indigenous promoting natural, cultural supporting new products and sustainability and set as cultures in developing unique experiences and community; and economic packaging that deliver the showcase examples ensuring the community has a strong voice in sustainability including a clear experiences that embody a sense of including integrity and tourism – provide employment and business return on investment for the freedom, connection and discovery long-term commitment opportunities . public and private sectors. found nowhere else, across the for the region. whole destination.
Build our Competitive Strengths Working in Partnership
Initiatives that are a priority for the NL are those that strengthen cross agency Build on the uniquely incredible and inspiring strengths of and cross sector partnerships. Ensure a regions focus on Indigenous and Australia’s Outback. Lifelong memories are made while journeying tourism operators partnerships. These partnerships will need to evolve over across the desert landscape to find hidden local waterholes, awe time and be based on a flexible approach and timeline for delivery based on inspiring rock formations and desert lookouts, which together make Australia’s Red Centre truly memorable. the needs of a broad range of stakeholders. 12
BUILDING APPRECIATION
Our overall approach recognises that all tourism needs to be sustainable Figure 6: Five Principles for the Development of Sustainable Nature- and that nature-based tourism in National Landscapes needs to deliver based Tourism world-leading ecotourism outcomes (that is tourism that contributes to conservation not just minimising impacts) guided by the following principles: to actively restore, protect, enhance and sustain the quality of our National Landscapes for future generations to enjoy.
As outlined in Figure 5 opposite, the development of sustainable, nature Experience based tourism should adhere to the five following principles:
EXPERIENCE Deliver life-changing moments in nature through world-class experiences and quality tourism product.
APPRECIATE Conserve Inclusive Appreciate Presentation of nature in a way that will grow the appreciation and emotional connections of visitors to nature. ADVOCATE Building advocacy for the landscape and wildlife, enlisting ambassadors and creating strategic alliances. Advocate CONSERVE Contributing to protection and conservation through best practice ecotourism. INCLUSIVE Our decision making processes are inclusive of the tourism industry, traditional owners, local communities, government agencies and visitors. Our facilities and services also enable access and quality experiences of all members of society.
13 THE TARGET MARKET
Tourism Australia (TA) identifies the International Experience Seeker Key wants of the 'Experience Seeker‘ segment as the primary target market for the National Landscapes. The Research has shown that the 'Experience Seeker' has a number of key 'Experience Seeker' is a psychographic segment of visitors who are globe ‘wants’ to satisfy their travel experience, these include: trotters looking for authentic interactions and brag-able locations. They • Authentic personal experiences are also visitors looking to get off the beaten track and to immerse • Social interactions, including meeting and interacting with the locals themselves in local culture. • Experiencing something different from their normal day-to-day life The 'Experience Seeker' target market seeks learning experiences and • Understanding and learning about different lifestyles and cultures authentic interactions with locals, nature and destinations. They want fun, • Participating in the lifestyle and experiencing it, rather than relaxing and care-free experiences and to escape the crowds. Food and observing it wine and Indigenous experiences are also more likely to be demanded by this international visitor segment. • Challenging themselves – physically, emotionally and/or mentally
• Visiting authentic destinations that are not necessarily part of the tourist route 'Experience Seekers’ are Australia’s highest yielding • Exposure to unique and compelling experiences international market and are more likely to increase to their length of stay and average spend in comparison to To promote the vast array of unique Australian adventures to the 'Experience Seeker' target market, seven key Australian Experience others. Themes have been identified:
1. Nature in Australia 2. Aboriginal Australia “We don’t want to feel like tourists, we want to settle in” 3. Journeys 4. Outback Australia Brigitte, Germany 5. Australian Coastal Lifestyle 6. Australian Major Cities 7. Food and Wine
14 M ARKET PROFILE
Provides an overview of key visitor trends to Australia's Red Centre
15 KEY MARKET TRENDS
According to the most recent figures*, Australia’s Red Centre welcomes a Domestic visitation was dominated by the Holiday market (42% of all total of 487,000 overnight visitors, accounting for 2.8 million visitor domestic overnight visitors) and the Visiting Friends and Relatives market nights. (27% of all domestic overnight visitors).
While total overnight visitation to Alice Springs has decreased by 13% International Visitor Profile over the last five years, overnight visitation to Lasseter has decreased by a Despite 6% growth in international visitation to Australia since 2008, larger 30% over the last five years. international visitation to Red Centre has declined by 27% (to 190,000 visitors). Domestic Visitor Profile Australia’s Red Centre welcomed 297,000 domestic overnight visitors this This trend is more aligned with the whole of Northern Territory trend of a year, representing a 6% decrease in domestic overnight visitation to the 18% decline in international visitation since 2008. region since 2008. Domestic overnight visitors stay over 1.4 million nights within the region, a 19% decrease since 2008. Europeans account for 61% of all international visitors to the Red Centre with the United Kingdom (26,000) and Germany (25,000) being the Over 70% (206,000) of all domestic overnight visitors to Australia’s Red region’s largest two international source markets. However, despite these Centre are from the interstate market, with the major markets being markets remaining the region’s largest, United Kingdom visitation has Sydney (39,000 visitors), Melbourne (25,000 visitors) and Adelaide declined by 49% over the last five years, while German visitation has (16,000 visitors). Interstate visitation to Australia’s Red Centre has declined by a lesser 18% over the last five years. declined by -15% since 2008. The United States has become one of the region’s largest source markets, Interstate visitors spend around 1.2 million nights, a 20% decrease since accounting for 25,000 visitors to Australia’s Red Centre. 2008. Sydney visitors spend the most number of nights in Australia’s Red Centre in the (with approximately 286,0000 nights). The Melbourne The Red Centre hosts 1.4 million international visitor nights annually, this market accounts for the second largest number of nights (approximately, an increase of 9% since 2008. Aligned with his increase in international 103,000 per year) visitor nights in the region was an increase in the average length of stay of international visitors, up 2.3 nights since 2008, to 7.2 nights. The region also experiences a lower than average length of stay for *Australia's Red Centre encompasses the statistical regions of Alice Springs, Lasseter domestic visitors (4.7 nights), compared to 6.3 nights on average for the Northern Territory. and MacDonnell in the National and International Visitor Survey. Statistics are for the
year ending March 2012
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KEY MARKET TRENDS ‘Real and sustained growth will come from creating a The key market trends that will impact on Australia's Red Centre and the culture of entrepreneurship. We need to unlock the full future market mix and expectations include: potential of our position as bridge to Asia’ • A trend towards shorter holidays with the majority of visitors to the Territory 2030 Red Centre now booking their accommodation prior to travel but leaving their tour bookings to after they have arrived making day WHAT OUR COMPETITORS ARE OFFERING trips an increasing trend. Here are just some examples of what our market are being sold • Growing visitor into Australia from Asia (especially China) who internationally: have limited awareness and connection to the NT and the natural Hike up the towering red sand dunes of Sossusvlei, Namibia which attributes of Australia’s Red Centre. Asia will be an increasingly offer picture-perfect views of the vast desert landscape and dried important growth market for the NT while our traditional markets lake bed below. (UK, US, and Germany) will remain vital to the volume and the dispersal of visitors throughout the Landscape. Wild Bush Luxury in the Flinders Ranges including boutique accommodation in the National Park. • Growing volume and value of the soft adventure market globally, and significant competition in this market from South America, Asia, Skywalk 1,450m above the Grand Canyon to get a bird’s eye view and Africa. of one of the world’s seven natural wonders. • Niche markets represent the key growth sector for the Red centre Mountain bike tours for any experience level through beautiful including growth in the short-stay conference and cruise markets canyons and mesa tops of the Moab Valley (USA) – home to the through to the long-stay fishing and 4WD camping market. world famous Slickrock Bike Trail. Hot air ballooning over breathtaking views for visitors of all ages (Coachella Valley (USA), Namibia).
Safaris with Indigenous guides in the Sahara Desert by camel to see how these traditional natives interpret their land. Group desert 4WD tours through the sand dunes for up to 400 people at a time (Dubai). Camping amongst pristine wilderness on the border of one of Africa’s largest game reserves (Kalahari Desert).
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EMERGING MARKET TRENDS
Adventure / Adrenalin Voluntourism • Identified as one of the fastest growing tourism segments • Holidays where you feel like you are making a difference worldwide • Increasing in popularity particularly with recent university • Occurs in a natural environment or exotic outdoor setting graduates who seek real-world experience • The NT’s diverse landscapes and natural areas are well positioned • Range in duration from very short (e.g. coral watch) up to a year for growth in adventure tourism (gap year experiences)
Instantaneous Technology • Fees generally cover food, entrance fees, campsite/cabin, tools for • Social Media a key to our advertising future, advice from friends via volunteer activity Facebook and TripAdvisor for example is increasing in importance Skywalks, aerial highways, zip lines, • Mobile Phones: booking online, a large percentage of travellers use • Adventure with different levels of adrenaline (bridge vs. zip line) in smart phones for travel and destination information. Up to 37% of the natural environment international travellers accessed social media via their mobile • A ‘bird’s eye view’ experience offering spectacular scenery phone. • Can allow for exploration with a limited individual footprint LOHAS / Green Travel (Lifestyles of Health and Sustainability) Growing interest in cultural & heritage travel • Increasing consumer movement – new premium customer group • Cultural and heritage activities are expected to have the largest • Live and consume in an informed, aware and ethical manner in growth rate of all visitor activities, with an expected growth rate relation to health, fitness, social and environmental issues. significantly higher than that anticipated for total visitation. • Critical and aware of “greenwashing” Education Tourism • Sustainability becoming a considered factor in travel plans • In both the domestic and international markets there is a growing segment of education travel with a particular interest in Indigenous Glamping experiences and spending time on country with Aboriginal people. It is • Luxury, soft adventure this market that has the potential to support new Indigenous enterprises such as Homeland Stays. • Emerging trend, popular across all demographics
• A range of product is emerging from top-end to mid range
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D ESTINATION POSITIONING
Provides an overview of Australia's Red Centre including the destination positioning and the identification of the key Hero Experiences for the region.
19 AUSTRALIA’S RED CENTRE POSITIONING
The positioning work of Leap Agency (a brand development company) for Australia’s Red Centre provides a strong platform to articulate its Hero Experiences and is key determinant of the Priority Projects. The brand essence of ‘enigmatic’ suggests that the heroes and Priority Projects need to encourage a stronger emphasis on mysterious and alluring stories of the landscape, and the people.
‘Enigmatic’ means providing your visitors with the opportunity to be part of the mysterious and wondrous Landscape and its stories. The aim of the Experience Development Action Plan is to support the identification and development of experiences that deliver this feeling and can help to position Australia’s Red Centre as a ‘must see’ and ‘must return’ destination against its global and national competitors who offer the appeal of being new and exotic.
The key positioning statement provided for Australia’s Red Centre is: A breathtaking and awe inspiring landscape of power. It’s Neolithic presence has stood firm against the winds of time, harbouring the secrets of the earth itself. It has whispered an unbroken narrative between man and earth, deeply influenced the earliest memories of the traditional custodians and awoken the spiritual depth of the European. An enigmatically surreal energy hangs in the air from Kings Canyon to Uluru and Alice Springs, inspiring some of the most iconic, artistic expressions by artist from Minnie Pwerle to Sidney Nolan and Namatjira.
20 AUSTRALIA’S RED CENTRE DESTINATION POSITIONING
The Experience Development Action Plan builds on the positioning work of Leap Agency for the National Landscape. Enigmatic
Relating to, or Figure 7: Australia’s Red Centre Destination Positioning Pyramid resembling: a Essence mystery, a riddle.
Energetic, atmospheric, secretive, theatrical, informal, grounded, polarizing, innovative, wondrous, Values enigmatic.
Adventurous, enticingly friendly with a dry sense of humour. Hauntingly engaging, mysteriously intriguing. Personality Compelling intelligent and authentic. Magical story tellers/
A visit to the Red Centre is a journey to the mysterious, magical and spiritual heart of the Australian continent. The are is energetically intoxicating, the people enticingly fun, the Visitor Benefits experience…..life changing.
This is a breathtaking and awe inspiring landscape of power. It’s Neolithic presence has stood firm against the winds of time, harbouring the secrets of the Earth itself. It has whispered an unbroken narrative between man and earth, deeply influenced the earliest memories of the Traditional custodians and awoken the spiritual depth of the European. An enigmatically Attributes surreal energy hangs in the air from Kings Canyon to Uluru and Alice Springs, inspiring some of the most iconic, artistic expressions by artist from Minni Pewrle to Sidney Noalan and Namatjira
21 KEY THEMES
For Australia’s Red Centre National Landscape our unique selling point • Unique natural world: Australia’s Red Centre is a unique (USP) is to offer ‘a journey into the enigmatic, spiritual heart of the environment so it’s no surprise its unique wildlife includes some of Australian continent. The air is energetically intoxicating, the people the world’s rarest creatures that have evolved to suit this enticingly fun, the experience… life changing.’. This is delivered through a Landscape. Animals such as the southern marsupial mole, the number of key themes which build on Tourism Australia’s current legless lizard and the great skink are just some of the ‘last chance to destination positioning work: see’ creatures living in this region. • World Travellers: Local waterholes provide vital resting places for The key themes suggested for Australia’s Red Centre National Landscape migratory birds heading south to their breeding grounds. At various include: times of the year there are visits from the Himalayan fork-tailed • Eternal landscape: The awe-inspiring rock formations Uluru and swift and the Sandpiper, escaping the harsh conditions of the Kata Tjuta (the Olgas) rise dramatically from the sandy desert plain. Siberian winter. Formed 500 million years ago, these huge rocks were part of a sea • Voluntourism: The biodiversity of Australia’s Red Centre is a floor that evaporated eons ago leaving these awe inspiring precious part of Landscape. Conservation Volunteers Australia run a monoliths sitting in stark relief on the surrounding plain number of projects to help protect this wonderful wilderness, • Oldest Living Culture: The traditional owners of this region, are including a 14-day adventure to remove the invasive buffel grass intrinsically linked to the landscape, its stories, animals and plants from the Uluru-Kata Tjuta area. by their cultural traditions. Archaeological evidence suggests they • Watarrka National Park: This important conservation area is refuge have lived in the region for at least 22,000 years and that amongst for more than 600 species of native plants and animals. Around the many others Uluru and Kata Tjuta continue to be places of rim of Kings Canyon there’s a walking track offering visitors enormous cultural and religious significance. spectacular views of the canyon, as well as access to the lush • Larapinta Trail: A world-renowned remote walking track that permanent water hole, the Garden of Eden and views of the extends for 220 kilometres along the Western MacDonnell Ranges breathtaking Lost City. over steep ridges and down into deep chasms, Larapinta is a • Birds-eye view: Sometimes the best way to see something is to byword for extreme adventure hiking for anyone looking for stand back a bit; see the bigger picture. Nowhere lends itself more challenges with the ultimate reward. to the view from the air than the vast Landscape of Australia’s Red Centre
1 ARC NL Destination Positioning Guidebook, Tourism Australia (2012)
22 THE HERO EXPERIENCES
By matching the needs of the ‘Experience Seeker’ and the tourism offerings of our competitors against these key themes the project team suggest the following as ‘Hero Experiences ‘ of Australia’s Red Centre.
The ‘Hero Experiences’ for consideration by the Australia’s Red Centre NL Steering Committee are:
• Get the best vantage point to watch the ancient cinema of light and rock bringing a vast landscape to life
• Get to know the locals and see how they have adapted to the landscape
These ‘Hero Experiences’ are enhanced by a number of supporting experiences including:
• Leave the worries of the world behind on a journey to remember through an awe-inspiring landscape
• Place your trust in ancient knowledge as you trek across the landscape
• Adventure through ancient caves and escarpments to get a unique view of the landscape where you can have a safe adventure that gives you something to talk about that not everyone does.
23 T HE WAY FORWARD
Provides a direction for Australia's Red Centre under the National Landscapes Program following the identification of the major Hero Experiences for the region. The ‘Way Forward’ involves the development of an Action Plan, detailing the key priority actions and projects required to develop these experiences in the region.
The Key Priority Projects and Actions have been identified following an assessment of related plans, projects and policy documents, accompanied by on-site assessment and through discussions with the ARC NL Steering Committee
24 ENABLERS AND ENHANCERS Building on the comprehensive stakeholder engagement, both in the investment enabled both by community and investors with a greater development of the Australia’s Red Centre Positioning Guidebook and in investment in telecommunications infrastructure. preparing this EDAP, the Steering Committee have agreed on a clear direction for Australia’s Red Centre. That direction is based on seeing the Road Infrastructure identified hero experiences (see p. 23) come to life for visitors. The sealing of the Red Centre Way Inner Loop is the undoubted number one priority expressed by all stakeholders. This in and of itself could have For this to occur, two things must happen - the Priority Projects identified a dramatic impact on regional dispersal but more importantly this project through the consultation and agreed through the Steering Committee and would be the catalyst for a number of projects that meet and deliver on agency consultation need to be implemented and to achieve this the the aspirations of Australia’s National Landscapes concept. It is following enablers need to be progressed. As the Priority Projects, understood that the NT Government has committed to the $30M cost of including a number of catalyst projects and the identified emerging the remaining 50km of unsealed roads (two sections). Sealing the Red opportunities, are implemented the Experience Seeker will see the Centre Way Inner Loop has the potential to transform the nearby essence of the destination positioning and the vision come to life. communities offering a new opportunity for natural and cultural tourism in areas such as Hermannsburg and Ipolera to build appreciation and A Clear Role for Industry interest in the West MacDonnell Ranges. This should serve as catalyst and Australia’s Red Centre National Landscape has the potential to be used as help to direct focus toward Hermannsburg and the Finke Gorge National a lobbying tool, a value to industry that needs to be clearly understood by Park. Opportunities will also grow in Indigenous tourism with the TCA Board, shared with their GM and included in their roles and Hermannsburg and along Larapinta Drive on the forefront through its responsibilities. The key aim being to have around 50% representation on strong ability to display cultural and Aboriginal experiences. This could be the Steering Committee from industry (currently the only industry person enhanced with any development of a Signature Lodge in the area. on the Committee is from TCA) and this may need to come through a reshaping of the priorities of the Committee to ensure Australia’s National This report highlights a number of projects that could and would become Landscape remains relevant to industry. significantly more viable with the sealing of the loop.
Connectivity National Approach to Guide Accreditation and Training Telecommunications is part of everyday modern life and the ability to The current Knowledge for Tour Guides Accreditation Program, run in access WiFi, mobile connection and high-speed broadband is taken for UKTNP, provides a foundation for a more comprehensive training granted. While many places of natural beauty are enhanced by the program potentially linked to an Australia’s National Landscapes training absence of technology connectivity many more could be enhanced and and education package.
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ENABLERS AND ENHANCERS
Each of Australia’s National Landscapes has identified Tour Guide training and professional interpretation as a key priority and this needs to be pushed as a priority. The aim is to mix the formal Guide Training with Guide Mentoring and peer to peer learning programs like those developed through Savannah Guides and the currently inactive Desert Guides program in the Red Centre.
The Experience Development Action Plan will attempt to flesh this opportunity out in more detail however it appears to have the strong support of national bodies such as ATEC.
Timely Decisions The NT Government, Commonwealth Government and the Central Land Council need to support new joint ventures by providing timely decisions with clear justifications. It may be necessary to provide greater support to start-up businesses in the next 2-3 years as confidence builds in the region.
Tourism Workforce The new Red Centre Tourism Employment Plan will provide the strong foundation required for The Red Centre to take advantage of the new and changing nature of the tourism market. Support is required to ensure the continuation of initiatives identified within the plan.
The Experience Development Action Plan acknowledges the contribution made by numerous Northern Territory Government Agencies in reaching its recommendations and considers a key enabler the continued Whole- of-Government approach to investment attraction and tourism development that is in place.
26 ENABLERS AND ENHANCERS
KEY ACTIONS The following have been identified as key actions to support the enablers identified for Australia’s Red Centre
ACTION TIMEFRAME LEAD AGENCY
E1. Support tourism and hospitality workforce development through support for the initiatives outlined in the Red Centre Tourism Ongoing ARCNL Employment Plan. Steering Committee
E2. Seek funding support to facilitate increased investment in communications infrastructure within the region, particularly with access Short Term Local Governments WiFi, mobile connection and high-speed broadband.
E3. Implement the updated processes involved in securing access to land for tourism activities and/or development. This includes Parks Short Term CLC (Federal & NT), Aboriginal Land and Pastoral leases. DRDWP
E4. Through the National Landscapes Program prepare a proposal for consideration of utilising the current Knowledge for Tour Guides Medium Term ARCNL Accreditation Program, run in UKTNP, as a foundation for a more comprehensive national training program. Steering Committee
E5. Support new joint venture tourism investments by providing timely decisions with clear justifications through a new standardised Medium Term CLC process of decision making. NT Govt
E6. Promote the sealing of the Mereenie Loop that links the West MacDonnell National Park to the Finke Gorge National Park, as a public Medium Term TCA investment opportunity Industry
E7. Build a strong business case to ensure the continuation of the recently increased air capacity to the Red Centre. Long Term Industry
27 SEALING THE RED CENTRE WAY (INNER MEREENIE LOOP)
What’s the need? According to the Sealing the Red Centre Way Inner Loop: Impact on
The self-drive market is important to tourism in Southern Region Parks Development Plan (2001) the following Australia, and has characteristics which influence how tourism product is developments were proposed; managed and distributed. The drive market also brings tourists and • Expand car parking capacity associated economic outcomes to locations away from the major • Add toilet facilities transport routes. If roads are unsealed however, a region may not be able to reap these benefits. Unsealed roads such as the Red Centre Way are a • Upgrade and develop walking trails significant deterrent to those in hired vehicles, heavy vehicles, caravans • Seal roads to Lilla, Kathleen Springs, Ellery Creek, and Tyler’s Pass and less experienced, less skilled drivers. • Upgrade Signage and other interpretation infrastructure
• Upgrade shelters and seating What is proposed? Creation of a full sealed loop that links the West MacDonnell National • Improve water supplies Park to the Finke Gorge National Park, including Hermannsburg, Tnorala, • Construct duplex accommodation Tyler’s Pass and associated attractions has been proposed as a public investment opportunity to facilitate private investment. Namatjira Drive Market Trends – Drive and Larapinta Drive to the Ipolera intersection will be incorporated in the The Red Centre welcomes approximately 130,000 domestic drive visitors sealing. each year. The drive market currently accounts for 42% of all domestic drive visitors to the Red Centre each year. The domestic drive market to Sealing the remaining 50km of the ‘inner loop’ will enable visitors to the Red Centre has declined by approximately 16% over the last five extend their length of stay to the region. This in turn will provide years. Comparably, total domestic overnight visitation to the Red Centre opportunities for new touring options and increase the demand for has declined by a lesser 6% over the last five years. existing and potentially new accommodation providers. Domestic drive visitors to the Red Centre stay an average of 4.4 nights in There is already a tender in place to seal the 7km section of the Red the region, accounting for closer to 570,000 visitor nights in the region Centre Way by the Department of Infrastructure for $5 million as well as a each year. In comparison, overall domestic visitors to the Red Centre stay tender for $25 million to seal the 43km section, however this project is an average of 5.1 nights each in the region. The average of length of stay not currently underway. of domestic drive visitors in the Red Centre has declined by close to 1 night since 2008.
28 SUPPORTING REGULAR PASSENGER TRANSPORT (RPT) AIR SERVICES
What’s the need? Jetstar
Retaining air access into the region remains of Jetstar Airways announcement of four-times weekly flights from Sydney critical importance to the future of Australia’s Red Centre National to Yulara will also provide valuable throughput across the region. The Landscape. While route economics dictates aircraft deployment, there is new routes will provide 1400 seats a week. a role for supportive marketing, incentivizing, and ongoing discussions with airlines to encourage increasing or at least maintaining access into the Red Centre.
Air access into the region is a key concern in light of the trend towards Collectively the Tiger Airways and Jetstar shorter breaks. Intra-regional air services are appropriate at current levels and there is a need to maintain the current mix of seat capacity. Airways services will provide an additional 6500 seats to Australia’s Red Centre each What is proposed? Recent increases in air capacity to the Red Centre will provide important week. stimulus to drive demand for the priority projects referenced under each of the Hero Experiences on the following pages.
Tiger Australia Airways have announced a new four weekly return service between Melbourne and Alice Springs and between Sydney and Alice Springs, commencing April 2013. This follows an 18 month absence in the region.
These new routes have the potential to deliver over 5,000 additional visitor seats weekly through Alice Springs Airport.
To ensure the continuation of this degree of capacity to the Red Centre, continued marketing support is required from the industry, especially into the conference, events and leisure markets. This will require greater local support from industry.
29 HERO EXPERIENCES AND PRIORITY ACTIONS
The Red Centre is a Landscape of Breathtaking • develop an iconic Australian Indigenous tourism experience (Supporting Project) Power and Spiritual Depth • Upgrade the Uluru – Kata Tjuta National Park Cultural Centre
(Supporting Project) To ensure that visitors are able to experience the essence of the Red
Centre, captured in statements like that above, the following Priority and Supporting Hero Experiences: Emerging Projects have been identified. Adventure through ancient caves and escarpments to get a unique view of Hero Experience #1: Get the best vantage point to watch the ancient the landscape where you can have a safe adventure that gives you cinema of light and rock bringing a vast landscape to life each day. something to talk about that not everyone does.
Leave the worries of the world behind on a journey to remember through • Create a commercially appropriate foundation for ballooning near an awe-inspiring landscape the rock (Priority Project #1) Place your trust in ancient knowledge as you trek across the landscape • Build new tented accommodation in close proximity to the Ormistion Gorge (Priority Project #2) • Develop a world famous Mountain Bike track and event near Alice Springs or the West Macs (Priority Project #4) • Build new exclusive accommodation in close proximity to the West MacDonnell National Park (Supporting Project) • Ilpurla Multi-day Accommodated Walk (Priority Project #5) • Develop greater tourism infrastructure in the West MacDonnell • A multi-day accommodated walk in or near UKTNP (Supporting National Park (Supporting Project) Project)
• Develop product for Homeland Visits and Associated Tourism Hub Hero Experience #2: Get to know the locals and see how they have (Supporting Project) adapted to the landscape
• Events support and development program (Priority Project #3) These projects are detailed in the Priority Actions section • Endangered Species Revival and Awareness Centre in or near overleaf. UKTNP (Priority Project #4) In considering the viability of opportunity, consideration must be given to • Grow new wildlife voluntourism opportunities (including night the existing commercial operators in the area and their planned activities) linked to business events (Supporting Project) investments.
30 P RIORITY ACTIONS
Outlines the priority actions required for the appropriate development of the Hero Experiences and the Supporting Experiences identified for the Red Centre. The Priority and Supporting Actions are sectioned based on the ‘Hero Experience’ that they work to support.
31 HERO EXPERIENCE #1 Get the best vantage point to watch the ancient cinema of light and rock bringing a vast landscape to life
32 HERO EXPERIENCE #1 Get the best vantage point to watch the ancient cinema of light and rock bringing a vast landscape to life
The ancient cinema of light and rock is on display throughout all parts of • Find a refreshing waterhole oasis in a secret gorge and enjoy the the region and throughout all times of the night and day. simple pleasures of relaxing in nature and amongst the ancient escarpments No matter whether visitors are seeing this being played out at World • See more stars than you ever thought existed in the peaceful Heritage-listed Uluru (with colours so vivid they upstage the sunset) or at desert night the Standley Chasm (where steep walls blaze in the midday sun). Whether visitors are wandering through the desert oasis of Palm Valley PRODUCT DELIVERY making their way around the rock domes of the lost city. A number of tourism products already exist within the Red Centre
This interweaving of rock and light on the landscape plays out at anytime National Landscape which support visitors opportunities for visitors to of the day or night. From a tour at sunrise to gazing at the galleries of watch the ancient cinema of light and rock. These include: stars on a clear and peaceful desert night. • Desert Awakenings 4wd tour
Vantage points are from the air, from your accommodation, while cooling • Devils Marbles and Tennant Creek off at the pools of the Garden of Eden. from your dinner table at the • Kings Canyon Sounds of Silence or by scrambling over ancient, neo-lithic escarpments • Uluru-Kata Tjuta National Park scattered across the vast landscape. Regardless of the where you are • across the landscape, this ancient cinema is on show for all to see, no set West and East MacDonnell Ranges session times, no reserve seats and no additional admission fees required. • Sounds of Silence SUPPORTING EXPERIENCES • Ayers Rock Resort: Outback Sky Journeys Listed below are experiences available within the landscape which can be • Ayers Rock Scenic Flights used to support this Hero Experience: • Seeing the landscape from the air, watching the shadows fall over • Earth Sanctuary World Nature Centre the towering monoliths, creating almost an artist’s view of the PRODUCT GAPS colourful landscape. • Ballooning options at UKTNP • Build new accommodation in close proximity to the West MacDonnell National Park and tourism infrastructure
33 HERO EXPERIENCE #1 Get the best vantage point to watch the ancient cinema of light and rock bringing a vast landscape to life
PRIORITY PROJECTS The following two Priority Projects have been identified to support the To further enhance these Priority Actions, three future steps need to be Hero Experience ‘Get the best vantage point to watch the ancient cinema undertaken: of light and rock bringing a vast landscape to life’: • Identify gaps in National Park infrastructure to identify potential
locations for the development of accommodation. Priority Project #1: Create a commercially appropriate foundation for ballooning near the rock; • Create new event spaces and maximise the rocky landscape for signature events that maximise the sunset in the East Mac and the There is currently a limited number of possibilities in the way that visitors new event policy of the UKTNP. can view the enormity of the landscape. This has been further exacerbated by the contemplated closure of rock climbing activities across These Priority Actions are explained in greater detail a number of the Landscape’s sacred sites, including Uluru. Creating on the following pages opportunities to ‘view from the air’ will create a new way to appreciate the landscape, while enabling visitors to enjoy the thrill of the elevation.
Priority Project #2: Build new tented accommodation in close proximity to the Ormiston Gorge;
A key aim of Australia’s National Landscape Program is to embrace the diversity of the entire landscape. The Ormiston Gorge in the West Macs is a feature of the landscape that offers this diversity. This opportunity to build new tented accommodation would provide visitors with more accessible opportunities to experience swimmable waterholes, spectacular escarpments and rock art.
34 HERO EXPERIENCE #1 Get the best vantage point to watch the ancient cinema of light and rock bringing a vast landscape to life
EMERGING PROJECTS Supporting Project: Develop greater tourism infrastructure in the West In addition to these Priority Projects, a number of Emerging Projects have MacDonnell National Park been identified: National Parks are a major attraction to visitors to various destinations
and the infrastructure available in national parks plays an integral role in Supporting Project: Build new exclusive accommodation in close proximity the attractiveness of a National Park. Well situated infrastructure that is to the West MacDonnell National Park operating effectively contributes to visitor and tourism outcomes in The high end accommodation and incentive markets, provide lucrative national parks. tourism opportunities, with these market segments being largely untapped within the landscape. This priority action would seek to secure Infrastructure fulfils diverse roles with some being known as destinations greater visitation from particular source markets, including Chinese in their own right (e.g. MaMu Rainforest Canopy Walk) or are a key part inbound visitation, fly in fly out visitors through the development of high of national parks destinations. end (but remote) luxury accommodation product. With the volume of visitors to the West MacDonnell Ranges steadily An up-market lodge style development is proposed by, or in joint venture increasing, it is time to address the current and future infrastructure with, the Traditional Owners (TOs) and will include up to 20 cabins. needs to meet this demand.
Interpretive elements will be used throughout the development for The following proposed infrastructure projects for the West MacDonnell visitors to gain insight into the cultural significance of the site and its National Park are consistent with those outlined in the Sealing the Red previous (and current adjacent) uses (e.g. mining, gas), and will include an Centre Way Inner Loop: Impact on Southern Region Parks Development exclusive walking track with guided tour. Plan (2001): • Upgrade interpretation as entry point to the West MacDonnells Key sites of significance to avoid and interpret will be also be identified • Infrastructure development proposals for the West MacDonnell prior to development by working with the TOs and a partnership model National Park are concentrated on the Redbank / Glen Helen / will be used with local communities for essential infrastructure (e.g. Ormiston sector of the Park to facilitate the economic security of Construction of an Outstation, support for telecommunications any future Resort development in the area. infrastructure). • Upgrading of day use facilities at Ormiston Gorge • Construct duplex at Simpsons Gap. • Replace existing, ageing shade shelter, interpretive panels and seating at Glen Helen
35
BALLOONING NEAR THE ROCK
What’s the need? Key highlights of the proposal are:
Uluru is one of the few sites in Australia that could • A unique tourist attraction and experience at Uluru (hosted at Ayers claim to be an icon, and as such, claim to have their experience as being Rock Resort); iconic. The contemplated closure of the rock for climbing, while an activity declining in popularity, remains a challenge to the future contribution of • A venture which promotes cultural sensitivity and delivers benefits tourism to the Red Centre. The possibility of creating a new way to to local Indigenous people; appreciate the landscape from above, while enjoying the thrill of the • An environmentally friendly and low impact development; elevation needs to be pursued. • Availability of the service in almost all weather conditions, and; What is proposed? • A strong team of dedicated operational professionals. The opportunity exists to support a balloon experience near the rock, without compromising the values of the place or experience of other Ballooning is not permitted on Park land so the proposal is to have the users. The key to this Priority Project being an Australia’s National experience on resort land. Landscape catalyst project, is the involvement and interpretation of the Anangu people - the traditional owners of UKTNP. Market Trends - Soft Adventure The Red Centre (Lasseter, MacDonald and Alice Springs) welcomes Astrosphere has submitted a proposal to Voyages Indigenous Tourism approximately 175,000 overnight nature/adventure visitors in the year Australia to operate a tethered balloon experience at Ayers Rock Resort - ending June 2012. This represents a 23% decrease in nature/adventure a truly unique tourist attraction at Uluru. The SkyFlyer is the latest and visitors to the Red Centre over the last five years (with 229,000 overnight most advanced generation of manned tethered helium balloons and will natural adventure visitors in 2008). offer visitors to Australia's iconic Red Centre an exciting, affordable, safe and reliable ballooning adventure. The Red Centre’s Nature/adventure visitor market is comprised of on average 24,000 domestic overnight visitors each year and 152,000 The aim is to deliver an inspiring and memorable experience for visitors international visitors. The Red Centre hosts approximately 10% of and to promote respect for local Indigenous culture and traditions by domestic overnight nature/adventure visitors to the Northern Territory. offering an attractive alternative to the climbing of Uluru. Nationally the domestic overnight nature/adventure market has decreased by 4% over the last five years (to approximately 2.1 million travellers per year). Domestic overnight nature/adventure travel to the Northern Territory has decreased by 6% over the last five years. .
36 BALLOONING NEAR THE ROCK
CASE STUDY:
As above, the Red Centre welcomed 152,000 international ANGKOR WAT TEMPLE TETHERED BALLOONING nature/adventure visitors in the year ending June 2012. This represents a decrease of 26% in international nature/adventure visitation to the area A passenger carrying tethered balloon operates at the World Heritage over the last five years. This trend is in line with the whole of the listed site for tourist to ride and enjoy expansive views of the Angkor Northern Territory trend, with international nature/adventure visitation Wat temples. declining by 22% over the last five years (to 203,000 in 2012). The Red Centre currently accounts for 75% of all international nature/adventure The balloon is located about 1 km from the Angkor Wat entrance visitors to the Northern Territory. and operates year round from Sunrise to Sunset except in windy or rain conditions.
International nature/adventure visitation to Australia has increased by 2% Flights are of approximately 10 minutes duration from the ground to a over the last five years to 3.3 million in 2012. maximum altitude of 150 metres and operate up to 30 flights per day. The number of passenger allowed per flight are from 1 to 30 persons depending on the weather conditions.
37 ORMISTON GORGE TENTED ACCOMMODATION
What’s the need? One of the more popular gorges in the West Macs is Ormiston Gorge. A key aim of Australia’s National Landscape is to embrace the diversity of the entire landscape. Providing a more pleasant climate, swimmable waterholes, seeing spectacular escarpments and rock art. If done successfully, the result could be a broadening of the market for active international experience seekers.
The aim is to provide access for ordinary vehicles and tour buses (to a point). There is not a requirement to bitumen the entire length just to make it a more-weather (not all weather). Market Trends – Caravan and Camping The trend towards more upmarket cabin style accommodation is evident What is proposed? in the proliferation of this type of accommodation investment across According to the Ormiston Gorge Camping Ground Masterplan developed Australia over the past 10 years. From overnight walks to beach front by Dunn & Hillam Architects several key sites infrastructure developments National Parks and Caravan Parks, upmarket cabins have become the new have been proposed. This development would be an addition to the norm. Within one hour of Kakadu National Park are two relatively new already planned $5 million upgrade of Ormiston Gorge which includes: investments in Wildman Wilderness Lodge and Bamurru Plains.
• A Coach Group Site on the old Quarry site with site for 22 tents, 2 Based on a rough estimate of $400 per night and a further $125 per night ablution blocks, 1 kitchen and coach parking. spend on incidentals per person (10 rooms for 9 months at 65%) the • Improve water supply through a 250,000 kL storage fed from bore facility would generate an economic benefit of $1.2M per annum into the at Ormiston Gorge. economy supporting an estimated 15 jobs. • General camping area with 85 sites suitable for campervans, motorhomes or other car supported camp set ups. There would be It is expected that 50% could be invested privately with the remaining one kitchen and ablution block allowed for every 50-60 people. coming from Government or Community funds. • 20 walk-in/ride-in sites for light impact campers who either walk or ride in along trails or carry their gear from the car. This project has significant potential as a catalyst, however the current market demand would mean this style of investment would not be viable • A site reserved for future expansion allowing for 20-30 campsites until a number of current investments proceed (both public and private) and supporting ablutions and kitchen blocks. and to demonstrate strong growth prior to attracting investors.
38 ORMISTON GORGE TENTED ACCOMMODATION
CASE STUDY: CAPE CONRAN COASTAL PARK For the Ormiston Gorge Tented Accommodation project to be viable, the overnight rates would need to be similar to those outlined for similar Cape Conran Coastal Park is located near Marlo in Eastern Victoria, accommodation below. just under 400km from Melbourne. The park consists of 11 700
hectares of coastal wilderness with approximately 60km of beaches Table 1: Competitor Pricing Structures facing the Bass Strait. The coastal park offers four types of ecologically
Accommodation Type Rate sensitive accommodation including bush camp sites, cabins, a lodge equipped with a large kitchen, BBQs and log ovens and permanent Glen Helen Motel Rooms $155 single/double/Twin luxury safari tents (Wilderness Retreats). Resort Bunkhouse (4 beds) $30/ person The park features a wealth of natural and cultural attributes of Camping powered sites (2 $30 conservation importance and of significance to Indigenous peoples. people) There are also many activities which visitors can undertake whilst Camping (unpowered) $12/ person staying at the park. These include fishing, picnicking, surfing and swimming, boating or experiencing the park by foot on one of the self- Standley Chasm Campsites $11/ person guided trail or day walks. Campground Cape Conran Cabins (4 people) $155.25, $38.81/ person On average, the park attracts an estimated 200 000 visitors each year Lodge (10 people) $307.25, $30.73/ person with the Cape Conran cabins and campground accounting for approximately 35 000 visitor night annually. The park provides Safari Style Tent (2 People) $165 opportunities for visitors to enjoy and appreciate natural and cultural values and makes an important contribution to the economy of local Camp site (up to 4 people) $28.25 coastal settlements.
Adels Grove Room (2 adults) $150.00 Compared to others, the Cape Conran Coastal Park offers a variety of Campsites $17 per adult, $8.5 per luxury accommodation options for the glamorous adventurers with child. prices ranging from $28.25-$307.25 (for a group of 10) per night .
39
HERO EXPERIENCE #1 Get the best vantage point to watch the ancient cinema of light and rock bringing a vast landscape to life
KEY ACTIONS Based on an assessment of the Priority and Supporting Projects, the table below outlines the key actions required to develop this Hero Experience in Australia's Red Centre. Each action is assessed on its level of priority as an immediate term (1-2 years), medium term (3 – 5 years) or long term (6+ years) action.
ACTION AREA ACTION TIMEFRAME LEAD AGENCY
Priority Project #1 1.1 Support operators seeking to further develop these projects, including Voyages proposal for a tethered ARCNL Immediate Ballooning near the Rock balloon operation and/or the reinvigoration of existing permit holders option to balloon near the rock Steering Committee
Priority Project #2 2.1 Secure Government support for the implementation of the West MacDonnells Camping Accommodation Short Term Parks NT Ormiston Gorge Tented Project Accommodation 2.2 Design and develop an expressions of interest Paper that demonstrates a clear market demand profile for Medium Term Parks NT the project 2.3 Select and secure investment partners Parks NT Long Term DOB Emerging Projects Support the building of new exclusive accommodation in close proximity to the West MacDonnell Ranges DOB Medium Term National Park Tourism NT Secure necessary funding to develop additional tourism infrastructure in the West MacDonnell Ranges National Park Medium Term NTPWS
40 HERO EXPERIENCE #2 Get to know the locals and see how they have adapted to the landscape
41 HERO EXPERIENCE #2 Get to know the locals and see how they have adapted to the landscape
Australia's Red centre National Landscape provides an abundance of PRODUCT DELIVERY opportunities for visitors to experience the landscape just like the locals A number of tourism product already exist within the Red Centre National do. Landscape which support this Hero Experience, these include:
Visitors are rewarded through learning more about the region’s rich • Alice Springs Desert Park pioneering history through the range of museums and heritage centres • Alice Springs Reptile Centre scattered across the landscape. See the historic Alice Springs Telegraph • Alice springs Telegraph Station Station where the town began, have a lesson in the world’s largest • Alice Springs School of the Air Visitors Centre classroom in the School of Air or come at certain times of the year to see the population celebrate the Alice Springs Beanie Festival or the Finke • Harts Range Bush Sports Weekend Desert Race. • Bangtail Muster
Visitors are also provided with opportunities to see first hand, what • Tatts Finke Desert Race makes the landscape so unique for people to adapt to. The Alice Springs • Arlpwe Art and Cultural Centre Reptile Centre, for example, provides opportunities to see, in the flesh, • Royal Flying Doctor Service the truly unique flora and fauna from the region. While a visit the Royal Flying Doctor Service – the first aerial medical organisation of its type in • Flynn Trail the world – provides opportunities to fully fathom the size and vastness of PRODUCT GAPS the landscape. • Events support and development program SUPPORTING EXPERIENCES • Wildlife voluntourism opportunities Listed below are experiences available within the landscape which can be • Socially responsible activities for the business events market used to support this Hero Experience • Give a little something back and feel enriched by the distinctive • Indigenous learning opportunities stories, art, and connection to the spiritual heart of Australia. • Take the time to see our elusive and endangered wildlife in their natural environment and see how they survive and thrive and how we have co-existed with them for generations • Learn more about the vast history of this ancient land through encounters with it’s traditional custodians
42 HERO EXPERIENCE #2 Get to know the locals and see how they have adapted to the landscape
PRIORITY PROJECTS EMERGING PROJECTS The following two Priority Projects have been identified to support the In addition to these Priority Projects, a number of Emerging Projects have Hero Experience: ‘Get to know the locals and see how they have adapted been identified: to the landscape Supporting Project: Wildlife Voluntourism Project Priority Project #3: Events Support and Development Program Internationally, voluntourism and learning holidays are an emerging niche The events market is a high yielding visitor segment. Events provide holiday experience for those looking for a holiday with a difference. The opportunities to increase direct expenditure at a destination, promote Red Centre has some compelling opportunities for voluntourism as a way destination awareness amongst key markets and stimulate the of growing a new market and further extending a holiday or business trip. development of new facilities and infrastructure. By engaging directly with the community, tourism in the Red Centre can
reach beyond the traditional to deliver broader social and environmental This project is considered an important part of the growth of the region. benefits. While many ‘voluntourists’ are recent university graduates they
can spend an average of $3,000 per trip. Priority Project #4: Endangered Species Revival and Awareness Centre
In or near Uluru- Kata Tjuta National Park It is proposed that this will be a voluntourism opportunity that will cater The concept of an endangered species sanctuary embraces both the to the education market. tourism and conservation values identified through the National Landscapes Program. Australia's Red Centre is home to a lot of unique Business events is also an important secondary market to leverage wildlife, much of which is difficult to see in its natural habitat. voluntourism. Organisers and companies are growing more concerned if environmental and social issues are not taken into account when planning There is also a need for the development of areas which offer greater an event. This has resulted in some companies harnessing their events to protection for endangered species in the region and which offer give back to the community and/or the environment. Aboriginal Custodians opportunities to develop these sanctuaries on- country and offer interpretation. A voluntourism project could be done in partnership with Conservation Volunteers Australia and existing products such as the Alice Springs Desert This Priority Project is a key to the success of other emerging projects Park and could be packaged through a range of options to attract including the Voluntourism project opposite education and business groups.
These Priority Actions are explained in greater detail on the following pages
43 HERO EXPERIENCE #2 Get to know the locals and see how they have adapted to the landscape
Supporting Project: National Indigenous Cultural Centre Supporting Project: Upgrade the Uluru – Kata Tjuta National Park Cultural Centre Indigenous product is an integral part of the Australian tourism experience – a powerful industry that contributes significantly to the UKTNP is an Aboriginal owned national park jointly managed by its Australian economy each year and responsible for nearly 7.9% of its traditional owners and Parks Australia, lessee of the park. Approximately workforce . Visitors continually express an interest in Indigenous culture, 345,000 domestic and international tourists visit UKTNP each year with especially in the Northern Territory (NT) , and while Australia is already 41% of visitors visiting between July and November (Winter + Spring) and home to a number of successful Indigenous owned and operated regional 33% in March to June (Autumn) and 26% in December to February tourism experiences, there is no national showcase for Indigenous culture (Summer). and knowledge. Many visitors to the Park arrive by plane at lunchtime, settle in at the Tourism Central Australia has proposed the development of the National resort and enter the park to watch the sunset. These visitors will then Centre of Celebration of Indigenous Culture to develop an iconic return to the resort for the evening to then return the following day to Australian Indigenous tourism experience that will not only provide both experience the sunrise. An interpretation Plan for UKTNP was prepared in domestic and international visitors with opportunity to immerse 2001 and details the objectives and key messages of the interpretation themselves in Indigenous cultural practices, but also support Indigenous through the Park. Interpretation is an ongoing process and needs training, employment and business creation outcomes. The centre is constant monitoring, re-evaluation and updating. proposed to be a ‘living space’ incorporating features such as open space for cultural learning and exchange, technology that connects cultural centres from across Australia, a hub for Indigenous Town Rangers and Guides and an art space for “rotating” exhibitions.
This project needs a driver to proceed and will need significant investment in consultation and planning which should be progressed through the support of Government
44 EVENT INFRASTRUCTURE & SUPPORT
What’s the need? Market Trends - Events
The highest daily yield of any sector of the tourism The Red Centre welcomes, on average, 71,000 cultural events visitors industry is produced by business events - $212 per night in 2010, each year, with these visitors staying accounting for, on average, 623,000 compared with $136 per night for all overnight visitors in Australia. visitor nights in the region each year.
Events provide opportunities to increase direct expenditure at a The Red Centre welcomes approximately 12,600 domestic overnight destination, contribute substantially to a destination’s range of tourist visitors each year who attend a cultural event during the course of the attractions, facilitate media coverage, promote awareness of the visit. This represents 5% of all domestic overnight visitors to the Red destination for future visitation and lead to the construction of new Centre, and 3% of all domestic visitor nights each year in the region. facilities and infrastructure. The Red Centre maintains a 28% share of the Northern Territory’s domestic overnight events market, this is, despite domestic events What is proposed? visitation to the Northern Territory, increasing by 56% within the last five years. The Telegraph Station in Alice Springs is an ideal location for events, launches, incentives and business events. For the site to be an effective Approximately 575,000 international visitors who travel to the Red Centre events location investment is needed in: indicate that they participate in an Event during their trip to • Toilet facilities Australia. This represents an increase of approximately 44% in event • A cycle path from town visitation from the international market to the region over the last five years. International event visitors to the Red Centre stay for an average of • Lighting infrastructure; and 9.7 nights in the Red Centre. This is an increase of 4.9 nights over the last • Basic site hardening (generator pad, etc) five years.
This investment would not only support the planned biennial cultural Possible event leveraging opportunities: festival starting in October 2013 but would also allow the NT Convention • Tatts Finke Desert Race Bureau to include the site as an outside events location and could be the • Alice Desert Festival host of walking and mountain bike events, or be used for the upcoming • Red centre Bird Festival Ulysses rally. • Alice Springs Carnival • Alice Springs Heritage Festival • Australian Outback Marathon • Ingkerreke Commercial MTB Enduro
45 CASE STUDY: DIRT ‘N’ DUST FESTIVAL, JULIA CREEK
The Dirt n’ Dust Festival has come a long way since its humble beginnings in 1993. Locals, who were trying to figure out how to put the small town of Julia Creek, Queensland on the map, came up with the idea that the area’s hot and harsh climate was the perfect setting for a triathlon.
From there, a junior triathlon event was run and has now evolved to be a part of the Saucony Adventure Series for professional triathletes. Deemed to be one of the toughest triathlons in the country, triathletes and Olympians from around the world come each year to compete and enjoy the beauty of outback Queensland.
The weekend-long festival has now expanded to include horse races, nightly outdoor concerts, bog snorkelling, bull rides and a Red Claw Luncheon just to name a few, and was awarded the Best Festival and Event in Queensland at the Tourism Queensland Awards in 2009.
Last year, Dirt n’ Dust saw around 2,500 visitors and brought in nearly $700,000 worth of revenue.
46 ENDANGERED SPECIES REVIVAL AND AWARENESS CENTRE
What’s the need? Both areas are have restricted public access due to keeping human-Mala
The concept behind Australia’s National Landscapes interaction to a minimum. The current proposal would develop a embraces both tourism and conservation and the way they can be linked partnership between landowners/land managers, a conservation NGO to mutual advantage. Many visitors to Australia’s Red Centre wish to see such as Conservation Volunteers Australia and their benefactors and an the unique wildlife of the region in its natural habitat. This is difficult for a animal husbandry expert such as the Alice Springs Desert Park. number of reasons including the nocturnal nature of most of the animals, the extreme rarity of some endangered species and the lack of any semi- More specifically, a number of areas, say 2 or 3, of at least 100 ha in area, controlled facility, other than Alice Springs Desert Park, where such will have a maintained perimeter fence which excludes feral predators observation is possible. and competitors, in which land is managed to maximise success.
There is a need for the development of one or more places where It would be populated with individuals from the endangered species of endangered species can be managed for conservation both through the area, for example, the following mammalian species. protection from predators and where engaging stories are told. Such a • Burrowing Bettongs (Bettongia lesueur) centre goes part way to meeting the needs of central Australian • Mala (Lagorchestes hirsutus) Aboriginal people to have these species maintained on country. • Numbat (Myrmecobius fasciatus) • Bilby (Macrotis lagotis ) The Red Centre welcomes approximately 330,000 overnight visitors each • Golden bandicoot (Isoodon auratus) year who have had a wildlife encounter either in the region or (for the • Brush-tailed Bettong (Bettongia penicillata) case of the international market) over the course of their trip. These • Spectacled Hare wallaby (Lagorchestes conspicillatus) visitors account for 67% of all overnight visitors to the Red Centre. • Western Quoll (Dasyurus geoffroii)
What’s proposed? The animal husbandry operational work required for protection would be There is an opportunity to assist with the survival of certain endangered minimal and the work required for presentation would be focussed species in Australia’s Red Centre through providing safe areas that around feeding regimes and interpretive guide training. exclude the feral predators and competitors which represent a threat to these animals. At present UKTNP and Watarrka NP each have a small area Areas which have be discussed for such a project include: set aside to assist in the preservation of one species, the Mala, • UKTNP Lagorchestes hirsutus. • Katiti/Peterman Indigenous Protected Area near UKTNP • Watarrka NP
• Ipolera
47 ENDANGERED SPECIES REVIVAL AND AWARENESS CENTRE
CASE STUDY: EASTERN BANDICOOT
Subject to the degree of ongoing interest of the landowners in each case The Eastern Barred Bandicoot (EBB) is an endangered species under the EPBC Act and only exists in a few reintroduced populations in Victoria. The EBB is and the results of more detailed assessment drawing on zoological and threatened by the predation of foxes and cats and the loss of native grassland ecological expertise, the project might involve all, some or just one of habitat. The survival of this species now depends on the successful reintroduction these sites. and management of captive populations.
Significant operational funds and support could eventually be generated In 2009, the Conservation Volunteers Australia (CVA) and Parks Victoria formed a partnership through the EBB Population Revival Program, to develop Woodlands by admission fees from visitors and from volunteers, but it would Historic Park as the third location for EBB reintroduction. The goal of the program necessary to achieve a commitment for ongoing operational funds from a is to reintroduce a captive breeding population of EBB at Woodlands Historic Park conservation focussed benefactor. Our initial research suggests that this by 2014, with a maintained perimeter fence limiting factors to success such as would not be difficult to achieve to support a well managed facility predation, over-grazing and habitat modifications. A 400 ha parcel of Red-gum operated by experienced professionals. Grassy Woodlands at the Woodlands Historic Park was identified as suitable habitat for the EBB and has been fenced as a Nature Reserve and site for the EBB Population Revival Program.
Four key stages of the program include: 1. To establish a community engagement program to ensure and maintain predator-proof fence integrity to eliminate predator and grazing pressure 2. Re-establish a grassland vegetative community appropriate for reintroduction of EBB 3. Breed and release a population of EBB into the ‘back paddock’ at Woodlands Park 4. Monitor, evaluate and report on success of program objectives
Table 4: Financial Support for Eastern Bandicoot Project
TYPE OF SUPPORT VALUE DONATIONS FROM 21 CORPORATE ORGANISATIONS $250,000 STATE GOVERNMENT GRANTS $50,000 IN KIND CORPORATE VOLUNTEERING $75,000 IN KIND COMMUNITY VOLUNTEERING $76,000 48
HERO EXPERIENCE #2 Get to know the locals and see how they have adapted to the landscape
KEY ACTIONS Based on an assessment of the Priority and Supporting Projects, the table below outlines the key actions required to develop this Hero Experience in Australia's Red Centre. Each action is assessed on its level of priority as an immediate term (1-2 years), medium term (3 – 5 years) or long term (6+ years) action.
ACTION AREA ACTION TIMEFRAME LEAD AGENCY Priority Project #3 3.1 Review of existing events infrastructure by each Local Government Short Term Local Govt Infrastructure & 3.2 Prepare a joint submission for funding of identified infrastructure gaps Short Term Local Govt Support Priority Project #4 4.1 Develop a partnership between landowners/land managers, a conservation NGO and their benefactors and an Short Term Parks NT Endangered Species animal husbandry expert (Desert Park) Revival And 4.2 Seek government financial support for the Endangered Species Revival and Awareness Centre Medium Term ARCNL Awareness Centre Steering Committee 4.3 Identify and assess potential locations for the development Medium Term Parks NT
Develop a Wildlife Voluntourism Project linked to business events Short Term TCA
Emerging Projects Investigate the level of support and feasibility of a National Centre of Celebration of Indigenous Culture in Alice Springs Medium Term ASTC Seek funding and support to upgrade The Uluru – Kata Tjuta National Park Cultural Centre Medium Parks Australia
49 EMERGING EXPERIENCES:
Leave the worries of the world behind on a journey to remember through an awe-inspiring landscape.
Place your trust in ancient knowledge as you trek across the landscape.
Adventure through ancient caves and escarpments to get a unique view of the landscape where you can have a safe adventure that gives you something to talk about that not everyone does.
50 EMERGING EXPERIENCES:
Leave the worries of the world behind on a journey to remember through an awe-inspiring landscape.
Place your trust in ancient knowledge as you trek across the landscape.
Adventure through ancient caves and escarpments to get a unique view of the landscape where you can have a safe adventure that gives you something to talk about that not everyone does.
There is no limit to the opportunities on offer as visitors journey through SUPPORTING EXPERIENCES the Red Centre’s vast and ancient landscape. Listed below are experiences available within the landscape which can be used to support this Hero Experience Visitors can take delight in scrambling over ancient escarpments, on the • Leave the worries of the world behind on an awe-inspiring journey Larapinta Trail (along the spine of the West MacDonnell Ranges, through Simpsons Gap, Ormiston Gorge and Glen Helen Gorge). through the desert landscape • See the world through new eyes discovering the Red Centre A journey through the ancient Red Centre can also provide opportunities through the culture of the Indigenous People of Australia and how for visitors to place their trust in the ancient knowledge of the traditional it evolves through the seasons custodians of the land. A walk around Uluru’s base with an Anangu guide • Give a little something back and feel enriched by the distinctive for example, can fill visitors with learning about how the ancient rock was stories, art, and connection to the spiritual heart of Australia. created by spirit ancestors in the Tjukuritja. • Share stories, dinner and laugh with Indigenous hosts at their There are also opportunities to journey across the landscape on four outstations around Uluru. wheels or two wheels, and on four feet or two. Visitors can experience • Place your trust in ancient knowledge as you trek across the Uluru on a motorcycle, or from the back of a camel, they can join a 4WD landscape, connecting with the Indigenous People of Australia. tour along Mereenie Loop Rd, (which passes the sandy expanse of Finke Gorge National Park) or they can take it at a more leisurely pace with an abundance of guided walks across the region.
51 EMERGING EXPERIENCES:
Leave the worries of the world behind on a journey to remember through an awe-inspiring landscape.
Place your trust in ancient knowledge as you trek across the landscape.
Adventure through ancient caves and escarpments to get a unique view of the landscape where you can have a safe adventure that gives you something to talk about that not everyone does.
PRODUCT DELIVERY PRODUCT GAPS A number of tourism products already exist within the Red Centre On analysis of the products currently available within the landscape which National Landscape which support the Hero Experiences outlined above. support the delivery of these Hero Experiences, the following product These include: gaps have been identified. • Anangu Tours • A mountain bike track network with event component • Long Horn Bikes • Multi-day accommodated walking tracks • Sounds of Starlight Theatre • Soft, natural adventure product • Pyndan Camel Tracks • Homeland stays , e.g. on IPA or the Katiti Land Trust • UKTNP • Uluru based tourism hub promoting and servicing homeland stays • Adventure Tours • Trek Larapinta • Wayoutback Desert Safaris
52 EMERGING EXPERIENCES
PRIORITY PROJECTS Priority Project #6: Ilpurla Multi-day Accommodated Walk The following two Priority Projects have been identified to support the The Ilpurla Trail crosses over some of the most stunning country in Central Emerging Experiences: Australia. Located west of Hermannsburg, its added appeal is in traversing • Leave the worries of the world behind on a journey to remember “country” that maintains the living pulse of its original inhabitants, the through an awe-inspiring landscape. Western Arrernte people.
• Place your trust in ancient knowledge as you trek across the Tourism NT have recognised the importance of walking tourism and has landscape. already made this a priority in their Business and Industry Development • Adventure through ancient caves and escarpments to get a unique plans. view of the landscape where you can have a safe adventure that gives you something to talk about that not everyone does. With growing market demand for adventure experiences and journeys the key to success of this project is securing an operator who is willing to Priority Project #5: Develop a world famous Mountain Bike track and invest and as such this project should be included in a future well-planned event near Alice Springs or the West Macs ‘expressions of interest’ process subject to approval by the traditional With the growing interest in mountain bike events and bike trails, Alice owners and recognising an important part of any new agreement will be Springs has the vision to position itself as a national mountain bike centre, that the integrity of the Ilpurla Trail is maintained. with a world-class track network and infrastructure to support cycling events. To build on the concept of walking trails , supporting walking projects will be investigated, particularly around the UKTNP (outlined as an emerging Cycling as a tourism experience has been growing rapidly, with a number project overleaf) of agencies in the Red Centre recognising the potential of cycle tourism and committing to a range of cycle tourism experiences in various These Priority Actions are explained in greater detail strategic plans within the region. on the following pages
This is considered a viable Priority Project for the landscape as it is already based on strong community and industry support and offers significant economic and social benefits to the region.
53 EMERGING EXPERIENCES
EMERGING PROJECTS Approval from UKTNP Board of Management and further discussions In addition to these Priority Projects, a number of Emerging Projects have Traditional Owners would be required to address potential project been identified: constraints such as a viable path for walking through or near the park and avoiding sites of cultural significance. Supporting Project: A multi-day accommodated walk in or near Uluru- Kata Tjuta National Park (Supporting Project) There are no immediate barriers to this project other than the need for a strong push from the TOs for the desire for a project like this to proceed. Bushwalking is the 8th most popular recreational activity undertaken by
Australians. Walking trails create many benefits by attracting additional Supporting Project: Develop product for Homeland Visits and Associated visitors and providing additional activities for those visitors. Developing Tourism Hub longer walking trails increase the length of visitation to a region and enhances a visitors experience. This is especially the case with Cultural tourism has become a major new area in the tourism industry accommodated walking tours, providing a rejuvenating and challenging with homeland visits increasing in popularity. The reason for this increase journey that many experience seekers would enjoy. is the unique opportunity homeland stays provide visitors. Visitors can experience the authentic customs and stories of the host culture they According to Tourism Northern Territory the best fit for a walking seek but in the comfort of modern amenities. experience in UKTNP would be an overnight walk (2 days, 1 night) that would be commercially operated by one company that builds and For homeland stays (overnight) to become more widely sought after, a operates the experience. Groups sizes for this walk would be small and visitor needs to feel a sense of security and have adequate facilities the experience would be culturally enriching and not too physically provided to them. Another important aspect is an effective booking challenging to ensure emphasis is placed on the cultural landscape. This system and recognising that for many the homeland visit will only be a walk would include creature comforts for a high end product that is daytrip but the booking system should also make overnight stays more exclusive and highly desired. This high end product would include eco easily researched and booked. lodges for luxurious accommodation.
There are, however, significant concerns about sacred sites and visitor safety and as such, a preferred pathway for this walk has not yet been identified.
54 ALICE SPRINGS MOUNTAIN BIKE EXPERIENCE (AND ADVENTURE PRECINCT)
What’s the need? Tourism Central Australia (TCA) has committed, under Tourism NT’s On a global scale, cycle tourism is growing rapidly Enhancement Funding, to engage the key stakeholders and facilitate the as visitors seek more engaging ways to experience new places, a more development of a Mountain Bike Action Plan for Alice Springs. sustainable approach to travel and an increased awareness of health and fitness related benefits. Regional governments, councils and land What is proposed? managers are developing land into recreational areas to attract cyclists With the growing interest in mountain bike events and bike trails, Alice and capitalise on the economic benefits they bring. Springs has the vision to position itself as a national mountain bike centre. While informal use of trails is apparent, there is a need to formalize the A range of agencies including Tourism NT, Parks NT, Tourism Central track network and the associated tenure and establish a complete Australia and the Alice Springs Town Council have recognised the network of graded trails . potential of cycle tourism in the Red Centre and made a commitment to cycling through a range of strategic plans. Development of the MTB centre would include a number of key elements:
• Mapping of tracks and engaging with West Macs Traditional What will the result be? Owners for track network validation Based on the experiences of developing Mountain Biking (MTB) in other regions; it is expected that benefits for the Red Centre may include: • Formalisation and grading of the track • Increased awareness of the destination • Addressing concerns of user safety and public liability (e.g. • Increased visitation from niche market visitors (MTB enthusiasts) transponders for overnight users) • Opportunity for a hallmark MTB event • Development of a clear brand and marketing plan
• Potential to partner/leverage events in other regions The MTB precinct would be unveiled in two stages, with the telegraph • Opportunity to lengthen the traditional visitation period station historical reserve in Alice Springs unveiled first, followed by an • Central Australia has a variety of purpose built and designed tracks overnight ride in the West MacDonnell Ranges that would run parallel to through spectacular landscapes and the local mountain biking the Larapinta trail. To position Alice as a MTB centre, the priority is to get community are extremely proactive with promotion of the sport the product sorted on the ground, then lobby for the marketing and facilities. A number of cycle related businesses are already in support. That includes getting the existing track network validated place however our region seemed to lack the internal focus and through engaging with the TOs (Lhere Artepe). Firstly to build their trust collaboration needed to develop cycle tourism in the Territory. in the project and gain support through the Joint Management process for the trails. This builds on the trail audit currently underway.
55 ALICE SPRINGS MOUNTAIN BIKE EXPERIENCE (AND ADVENTURE PRECINCT)
Tenure issues will also have to be addressed, as To facilitate this Priority Project is the formation of the MTB Steering the Telegraph Station sits beside a Joint Committee, appointment of the Project Champion and setting NT Geological and Geophysical Reserve is a protected area managed in Government-wide priority to getting Alice Springs recognised as a MTB partnership with the US Defence Force and used for seismic activity centre nationally. research. This does not preclude its use for MTB however requires further discussion on conditions of use. CASE STUDY:
Further development (and possible realignment of trails) may be required BIBBULMUN TRACK & MUNDA BIDDI TRAIL to create a network of graded trails that can be accessed for FITs and events and promoted. Track development should also aim to avoid living The Bibbulmun Track is one of the world's great long distance walk areas. In terms of the West Macs overnight ride, the option exists to track, stretching nearly 1000km from Kalamunda, a suburb in the develop a multi-day accommodated trail with a loop back to Alice Springs. outskirts of Perth, to the town of Albany on the south coast. This track is for walkers only, whether self-guided or in guided group, and is Market Trends – Cycle signposted with yellow triangular markers. The track caters for all The most recent data released by Tourism Research Australia (YE experience levels from a gentle stroll to an eight week adventure. You December 2011) indicates that cycling is becoming an increasingly can make it more of a wilderness experience by camping out or you popular holiday activity for both domestic and international visitors to can explore it in comfort using the varied accommodation in the Australia. Cycling as a holiday activity has increased by 25% in the towns along the way. The track takes walkers through forests, valleys, domestic market and by 17% in the international market. over boulders and along breathtaking coastal heathlands.
These visitor activity numbers are in line with the information released by the Australian Bicycle Council which states that ‘more people in Australia The Munda Biddi Trail, is a world-class 1000km nature-based off-road are cycling than ever before, with over 1.9 million people now cycling in cycling experience. It is one of the few places left in the world where a Australia’. 2008 was the largest ever increase in people cycling in Australia 1000km trail could be built through undeveloped, natural landscape. and this trend continues. Simular to the Bibbulmun Track, cyclists can decide to camp in shelters or stay in quint country towns. From a Northern Territory perspective, the three major markets of NSW, VIC and SA all have strong adult cycling participation populations. 8.3% of The Bibbulmun Track is estimated to have around 434 736 visits spent NSW adults cycle regularly, 10.7% of Victorian adults cycle regularly and on the track each year whereas the Munda Biddi Trail having 8.4% of South Australian adults cycle regularly. approximately 20 000 cyclists on the trail each year.
56 ILPURLA MULTI-DAY ACCOMMODATED WALK
What’s the need? What is proposed?
The Ilpurla Trail crosses over some of the most With the trail in place but not currently in use, there is potential for an stunning country in Central Australia, located west of Hermannsburg, its EOI to put a product together and operate a multi-day accommodated added appeal is in traversing “country” that maintains the living pulse of walk. its original inhabitants, the Western Arrernte people. TOs are looking for a commercial or joint venture partner to undertake The seven day guided walk take visitors through the red sandstone and this operation who can also provide the additional infrastructure required the rolling hills, plains and desert oak country stands south of the West for this product. There are also potential linkages for the extension of the MacDonnell Rages. Beautiful gorges and endless views finally culminate current trail into new locations. in the extraordinary Palm Valley, where water bubbles up from secret springs and Ancient petroglyphs can be interpreted by Arrernte guides. It should also be noted that the sealing of the Red Centre Way Inner Loop In the year ending June 2012 there were approximately 8.3 million visitors would highly benefit this project, as it would provide more locations to who participated in walking activities across Australia. This large visitor pick people up, similar to that of the Great Ocean Road. group desire promotional material to help plan their trips, appropriate and informative signage, variety in the walking trails available, interesting Market Trends – Experience Seeker landmarks and the ability to either challenge themselves or go their own As outlined in Table 3 below, a number of the Red Centre’s key visitor pace to enjoy the experience with their family. markets, including the UK, USA, Germany and ‘other Europe’ are also markets that find natural/soft adventure pursuits appealing as holiday Tourism NT have recognised the importance of walking tourism and has activities. already made this a priority in the Business and Industry Development work of the agency (planned to move across to Department of Business). In addition, these niche experiences are also off appeal to a number of Recent changes have seen the operator pull-out of running the walks and the region’s fastest growing Asian markets including Singapore (which has a new operator is sought. grown by 37% in the region since 2007) and China (which has grown by 51% nationally since 2007).
57 ILPURLA MULTI-DAY ACCOMMODATED WALK
Market Trends – Bushwalking In the year ending June 2012 The Red Centre welcomed 212,570 bushwalking visitors. These bushwalking visitors accounted for approximately 43% of the total visitors to the Red Centre.
Over the past 5 years bush-walking visitation to the Red Centre has declined by 22% domestically and 29% internationally. Comparably bushwalking visitor trends in the Top End has remained stable domestically and declined internationally by 22%.
The Maria Island walk operates between mid-October and the end of CASE STUDY: April. $2150 per person covers all transport to and from the island, two guides, all accommodation, food, wine, national park passes and MARIA ISLAND LODGE & WALK equipment.
RELEVANCE FOR AUSTRALIA’S RED CENTRE Multi-award winning Maria Island Walk is a family owned and operated The multiple accommodation options of the Maria Island Walk make it tourism experience which highlights authentic Tasmania and has been a good model for Australia's Red Centre to investigate for the recognised for its environmental friendliness and leadership in the adventurous and spirited travelers. At each location, 4 double or twin tourism industry. The four day walk through forests, along beaches and accommodation units are provided for guests and another one for the past historical remnants includes a champagne lunch on the last day and walking guides. The model of a combination of different, high quality leaves ample time after a day’s walk to swim and relax before dinner. To but on-theme accommodation types means that landscape could rest between walking days, there are two wilderness camps adjacent to adapt and add to existing facilities to create one or more walking, the beach, with comfortable beds and basic necessities. On the last night, cycling or kayaking multi day itineraries. This model should be walkers are rewarded with a more luxurious stay in the restored colonial, considered as special interest activities are nurtured and layered to heritage listed home of entrepreneur Diego Bernacchi. boost the destinations appeal.
58
EMERGING EXPERIENCES:
KEY ACTIONS Based on an assessment of the Priority and Supporting Projects, the table below outlines the key actions required to develop this Hero Experience in Australia's Red Centre. Each action is assessed on its level of priority as an immediate term (1-2 years), medium term (3 – 5 years) or long term (6+ years) action.
ACTION AREA ACTION TIMEFRAME LEAD AGENCY
Priority Project #5 5.1 Mapping of tracks and engaging with West Macs Traditional Owners for track network validation Immediate Parks NT Alice Springs Mountain 5.2 Formalisation and grading of the tracks Bike Experience (And Short Term Parks NT Adventure Precinct) 5.3 Development of a clear brand and marketing plan Short Term TCA 5.4 Develop a strategy to address concerns of user safety and public liability (e.g. transponders for overnight users) Medium Term Parks NT
Priority Project #6 6.1 Building on the work already undertaken by CLC in engaging Traditional Owners, formalising land use agreements and Short Term (subject to DRDWP and CLC Ilpurla Multi-day seeking joint venture partnerships, seek expressions of interest to put a product together and operate a multi-day TO support) Accommodated Walk accommodated walk as apart of the existing tourism infrastructure. 6.2 Support Traditional Owners who are looking for a commercial or joint venture partner. Short Term DRDWP 6.3 Make the Ilpurla trail one of the Great Walks of Australia: a col lection of the best iconic walk experiences Australia has to Medium Term TCA / Tourism NT offer. Additional Support Develop an overnight walk (2 days, 1 night) that would be commercially operated by one company that builds on the Long Term Parks Australia Programs experiences around the Uluru- Kata Tjuta National Park Building on the work already undertaken by CLC in engaging Traditional Owners, formalising land use agreements and seeking Long Term CLC and DRDWP joint venture partnerships, develop opportunities for homeland visits (including overnight stays and an associated tourism services hub), including securing a family or community commitment to the project.
59 RECOMMENDED PRIORITIES
In order of priority, the recommendations of the project team have been Commercial Investment and Joint Venture Priorities separated into Government Policy Initiatives, Government and 1. Ilpurla multi-day walk management and infrastructure Community Investment Priorities, and Commercial priorities and listed in order of importance based on the votes on the previous page: 2. Ecolodge accommodation and walking tracks West Macs 3. Ballooning near the Rock Government and Community Initiatives 4. Voluntourism events and projects 1. Endangered Species Revival and Awareness Centre 2. Encouraging homeland visits and stays 3. Investment in sealing the Red Centre Way Inner Loop ($30M) To support the efforts of the stakeholders in Australia’s 4. West Macs Parks Infrastructure Red Centre to see the Catalyst Project progressed a Market Sounding document has been prepared and 5. Upgrade the UKTNP Cultural Centre distributed to national and international investors 6. National Indigenous Cultural Centre seeking their level of interest in the projects in order to Government and Commercial Investment Priorities better understand the next steps required. 1. Mountain bike track and event coordination The projects included in the Marketing Sounding are: 2. Ormiston Gorge tented accommodation
3. Multi-day accommodation walk (Uluru to Kata Tjuta) Mountain bike track and event co-ordination 4. Events infrastructure 5. Wildlife Tourism Opportunities Ormistion Gorge tented accommodation
Ilpurla multi-day walk management infrastructure
60 PERFORMANCE MONITORING FRAMEWORK
One of the keys to achieving the vision for Australia’s Red Centre and Figure 8: Implementation of the EDAP driving the catalyst projects will be effective coordination, leadership and commitment by the lead agencies (local government, State and Australia’s Red Centre Commonwealth agencies) in partnership with the respective industry and Steering Committee community organisations of the region.
Coordination and leadership will be directed through Australia’s Red Tourism NT Centre National Landscape Steering Committee as outlined in Figure 8. Tourism Australia Project Management
Parks and Wildlife Group Table 2: Implementation of the EDAP – Roles and Responsibilities Parks Australia Commission NT
ROLE RESPONSIBILITY Regional Australia’s Red Centre National Landscape Leadership Tourism Central Australia, Steering Committee Development Visitor Information Centres, Coordination of project activities, Australia communications, funding grant Local Council Tourism Offices, applications, sponsorship, liaison Project Management Group of four (4) Indigenous Business Local Tourism Industries with TCA and Tourism NT, Parks appointed Steering Committee members Australia Australia, Tourism Australia, other state and regional agencies and DEEWR industry Consumers Trade Chennels Tourism Central Australia and Tourism NT Trade relations and RET (wholesalers, agents, working in close liaison with Project communications, PR media, airlines) Management Group and Tourism Australia Tourism Central Australia and Tourism NT Direct Reporting Consumer marketing working in close liaison with Project Working Relationships Management Group and Tourism Australia Coordinated by the Steering Committee but executed by the respective councils, Product Development Adapted from Australia’s Green Cauldron Experience Development Strategy, TCA, Tourism NT, or economic and TRC (2012) trade/industry development agencies
61 A PPENDICES
62 THE EXPERIENCE SEEKER MARKET
Tourism Australia’s research on what our key international markets are looking for (see Figure 9 below) shows that a combination of nature, journeys and coastal experiences has the broadest appeal (although cities and Aboriginal Australia also rated well in some markets). While it has not been done specifically for each National Landscape, it is possible to highlight key experiences from the markets we most attract. Australia's Red Centre attracts primarily Western markets - UK (14%), German (13%) and United States (13%). As shown in Figure 8 below the top three international markets (58%) look for: Nature (1st preference for all five); Journeys (2nd preference for all five); Aboriginal Experiences (3rd preference for tow of the markets)
Australia’s Red Centre needs to play to its strengths with natural journeys and Indigenous experiences.
Figure 9: Tourism Australia’s ‘Experience Seekers’ Market Breakdown
61% 2% 13% 14%
7% 13% 1% <1%
<1% <1% 11% 3%
63 WHAT MOTIVATES THE EXPERIENCE SEEKER
In addition to researching what experiences key markets are seeking from their trip to Australia, Tourism Australia also conducted research on what experiences most motivate our key international markets to travel (see Table 3). This research shows that nature and journeys are consistently in the top two most popular experiences with coastal lifestyle consistently ranked in the top three. The UK, France and Germany where exceptions to this as the
Outback ranked in the top three. KINGDOM UNITED
UNITED STATES UNITED
NEW ZEALAND NEW
SINGAPORE
AUSTRALIA GERMANY
MALAYSIA
FRANCE
KOREA
CHINA JAPAN Table 3: Ranking of Experience INDIA
Motivators for the International Concept
Market to Australia
Ranking
NATURE IN AUSTRALIA 2 3 1 1 1 1 1 1 2 1 1 1
AUSTRALIAN JOURNEYS 1 1 2 2 3 2 2 2 1 2 2 2
AUSSIE COASTAL LIFESTYLE 3 2 3 4 5 4 3 3 3 3 3 3
OUTBACK AUSTRALIA 4 4 4 3 2 3 4 4 4 4 4 4
ABORIGINAL AUSTRALIA 6 7 7 5 4 5 6 7 5 5 5 6
AUSTRALIAN MAJOR CITIES 7 5 6 6 6 7 7 5 6 7 7 5
FOOD AND WINE 5 6 5 7 7 6 5 6 7 6 6 7
64 CONSERVATION VALUES
Australia’s Red Centre National Landscape was awarded with Australia’s Table 4 below identifies these conservation values and their prestigious National Landscape status for its iconic cultural, natural and corresponding threats as well as provides possible solutions to overcome spiritual values . such threats.
Table 4: Australia’s Red Centre Conservation Values
VALUES THREATS REMEDIES
ENVIRONMENTAL • Degradation Ancient iconic rock formations (e.g. • Education programs on protection and proper use for • Global Warming Uluru, Kata Tjuta) visitors/industry • Misuse • Some listed as endangered (IUCN) Native and rare species (e.g. Southern • Development • Conservation programs Marsupial Mole, Legless Lizard, Great • Global Warming • Education programs on protection for visitors/industry Skink) • Poaching? CULTURAL
Traditional Owners and their • Loss of spiritual significance from unmanaged • Partnerships with Traditional Owners, Parks Australia, significant spiritual connection to the tourism Tourism Australia and industry region • Traditional values vs. tourism values
1 ARC NL Destination Positioning Guidebook, Tourism Australia (2012)
65 THE CONSULTATION PROCESS
The success of initiatives of this EDAP were dependent on the ability of a range of stakeholders to get involved and gain local buy-in. To help achieve this, four main deliverables were communicated to a broad audience throughout the project: • Project Factsheet • Experience Development Action Plan • Directions Paper • Market Sounding Report The key points outlined in the table below outline the sign-off and buy-in process. Project Management Group Other Stake- STEERING COMMITTEE AND STAKEHOLDER SIGN-OFF TA/PA/TNT Steering Committee RET (PMG) holders Phase 1 - Mobilisation Draft Project Plan P P P P Mobilisation Workshop P Final Project Plan P P P P Project Fact Sheet P P P Phase 2 - Desktop Audit and analysis Preliminary Directions Paper P P Steering Committee Workshop P Input to Draft Directions Paper P P Draft Directions Paper and survey for input P P P P Phase 3 - Refining Catalyst Projects Directions Paper & Survey to broader Stakeholder Group P P Collation of Stakeholder feedback on catalysts for agreement P P P Agreement on Catalyst Projects P P Interim Report P P P P P Phase 4 - Draft Experience Development Action Plan (EDAP) Pre Feasibility of Catalyst Projects P P P Draft EDAP P P P EDAP Workshop P P Draft EDAP for consultation P P Phase 5 - Final EDAP and Market Sounding Report Collation of feedback on EDAP P P Draft Final EDAP P P P Final EDAP P P Draft Market Sounding Report P P P Final Market Sounding Report P P P 66
THE CONSULTATION PROCESS – KEY PLAYERS
Project Team Other stakeholders consulted: Mark Olsen (lead), Rick Murray (Middle Star), David Liddell (EC3 Global), • Andrew Simpson, Mission Solutions Janet Mackay (TRC – Project Manager with RET) • Kathy Graham, SEiT Project Management Group • Anita Meyers, OnTour Michelle Harwood (Acting Chair), John Stafford (Tourism NT), Jeff Huyben • Phil Taylor, Wayoutback (TCA), Dianne Scopel (CLC), Christine Burke (Parks Australia), and Chris Day (Parks NT) • Krystal Perkins, All the Perks • Laurelle Halford, TCA Steering Committee • Ernie Wanka, NT Govt Project Management Team plus Anneke Rose Red Hot Arts, Damien Ryan (ASTC), Ian Dickson (IBA), Kay Eade (Chamber of Commerce), Mark • Cara George , Voyages Indigenous Tourism Australia Crummy (Parks NT), Kathleen Anderson (DEEWR), Ren Kelly (DEEWR), Rex • David Adler, Astrophere Mooney (ASTC), Ann Jacobs (DLP), Diane Hood (MSC), Patty Worboys (Parks Australia), Philip Watkins (DesArts), Norbert Patrick (CDSC) and Roydon Robertson (CDSC)
Australia’s National Landscapes Program Implementation Committee Helen Cox (Chair – RET), Hilary Schofield (Parks Australia), Ingrid Johnson (Tourism Australia), Carl Solomon (Nat Landscape Steering Committees), and Tania Willis (RET)
67